Breastfeeding Is Back In Fashion

Breastfeeding mums no longer have to sacrifice style or fashion thanks to an exclusive new range of contemporary nursing wear.

Nuvo Maternity has launched its first winter collection of fashion breastfeeding tops - the latest maternity trend that is fast gaining popularity in Australia.

According to Nuvo Maternity's owner, Ms Kelly Gough, today's generation of mothers are fashion savvy and expect to breastfeed in public and look good at the same time.

"Mums are no longer happy to stay at home. Today's mother wants to have coffee with other mums and our nursing wear allows her to breastfeed her baby discreetly and in style," Ms Gough said.

New Mum, Mrs Lindy Tews said she struggled to find fashionable yet practical clothing to breastfeed her son in before discovering the Nuvo range.

"I didn't want to wear frumpy button-up tops that screamed breastfeeding! These new designs look like regular fashion, so none of my friends can tell I'm wearing a breastfeeding top," she said.

Celebrities have revolutionised maternity wear in the past decade with a baby bump the latest accessory in Hollywood. Nursing wear is set to follow the same path with new celebrity mums such as Nicole Ritchie, Naomi Watts and Christina Aguilera breastfeeding their babies.

"With breastfeeding rates increasing, Australian mothers are embracing breastfeeding fashion following on from the trend seen in overseas countries such as America," Ms Gough said.

Nuvo Maternity is the brainchild of Brisbane mother of two, Kelly Gough. After endlessly searching in Australia for practical nursing wear that was also stylish and comfortable, Ms Gough was disappointed with the lack of products available. While on maternity leave with her second child, she set about to fill the niche herself.

Visit www.nuvomaternity.com.au for further information.

Release Date: 20th May 2008

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